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Digital Product Passports: Your passport to consumer engagement

Following the announcement of the EU Green Deal, new legislation will make data collection a requirement for every garment that is made, bought or sold in the EU. Referred to as a Digital Product Passport, this item-level data is intended to make apparel more traceable and companies more accountable, thereby facilitating sustainability and circularity. But the tech and the data required to make DPPs happen can also be used to forge stronger, deeper and longer-lasting bonds between brands and consumers, as Avery Dennison’s Smartrac global senior director of marketing communications, Hannah Bernard explains.

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